The Guggenheim Museum in Bucharest – the Culture of Museum Visiting and a Market Research [2006]

The main objective of the study “The Guggenheim Museum in Bucharest – the Culture of Museum Visiting and a Market Research” was to estimate the contemporary-art consumption potential within the urban space in Romania.

The methodology consisted in carrying out a survey on a sample of 1,100 people from Bucharest and on a similar sample in towns across the country, with over 100,000 inhabitants.

The research aimed for the analysis of the urban population’s availability to visit contemporary art museums, the museum-visiting behaviour in Romania, as well as drawing-up the social, demographic, cultural and economic profile of people interested in contemporary art.

The conclusions reveal the absence of a well-defined market in terms of museum consumption, but museum-visiting is a preferred activity. A particular feature is that the Romanian public, when visiting a museum, considers the cultural and artistic aspects to be important, almost disregarding the ambiance.